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arab luxury world 2015 honours top brands’ creativity


The 2nd annual edition of the highly-acclaimed arab luxury conference hosted a special awards ceremony, honoring the region’s leading contribution to Public Relations and Brand Communications excellence and innovation in the luxury sector.

“Brand Communications and Public Relations campaigns are a significant driver of the luxury marketing sector. This year, arab luxury world decided to honour those brands and their partner agencies that have created the most successful initiatives and the ones that have resonated with luxury clients in the GCC. They have set standards for others to emulate through extremely impactful offerings that have struck a chord with audiences,” said Julien Hawari, Co-CEO of Mediaquest Corp, the organisers of arab luxury world 2015.

The awards competition involved a panel of expert luxury marketers reviewing public relations and brand communications campaigns released between April 1, 2014 and March 31, 2015, with the judges voting on those campaigns deemed to have captured the luxury essence of their respective brands. The competition proved an exacting one to officiate on, with a number of brands and their agencies having produced extremely high quality campaigns. But, as with all such contests, there had to be winners at the end of the day.

Swiss watch brand IWC Schaffhausen and their partner Pencell PR & Events took first place in the ‘Watches & Jewellery’ category, while NARS Cosmetics and Strategies International scooped the top honours under ‘Fragrance & Cosmetics.’ Chalhoub Inc. with their PR agency Havas PR ME were voted as having the best campaign in the ‘Fashion & Accessories’ category, with Mercedez Benz and Mojo PR working successfully together to secure the top spot in ‘Luxury Automobiles & Services.’ Constance Hotels & Resorts with their agency TCApr were placed first in ‘Tourism & Hospitality.’ The final category ‘Art & Culture’ was won by The Empty Quarter Gallery and their PR representatives Ruth Bradley Consulting.

arab luxury world was established last year to provide a platform for the region’s premium goods and services stakeholders to discuss the challenges and opportunities presented in the Middle East’s luxury sector, which is estimated at being worth between USD 6-10 billion. The arab luxury world conference allows for an examination of industry reports, market data and the rising impact of technology and social media. In 2014, research conducted by Bain & Company discovered that Dubai commands around 30 per cent of the Middle East luxury market and around 60 percent of the UAE’s luxury market.

arab luxury world 2015 was sponsored by Chalhoub Group, d3, Havas, OMD, SMG, Jamalouki, Laha, Nakheel, Infiniti Middle East, Yahoo, Sky News Arabia and Haya.